This post was significantly updated in June 2025 to reflect new information. An archived version from 2004 is available for reference here.
In 2004, “SEO” felt like a secret code. Bloggers were told that search engine–friendly URLs meant one thing: short, no stop words, keywords up front.
Entire posts were written about ditching “a,” “the,” and “and” from blog slugs. Back then, simplicity wasn’t just elegant; it was survival.
But in 2025, search engines are more fluent than ever. They’re not just parsing keywords; they’re understanding context, relationships, and intent. So what role do blog URLs still play in SEO—and how should content creators think about them now?
Let’s revisit the original guidance, examine what’s changed (and what hasn’t), and unpack the psychological and strategic implications of how we title and structure our content online.
What we used to believe about blog URLs
The original article argued that crafting blog URLs for SEO boiled down to a few principles:
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Remove “stop words” – Words like the, a, an, of, and were seen as SEO dead weight
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Keep it short – Fewer words meant faster indexing and less confusion for search engines
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Use keywords at the front – You needed to get your main keyword in early, ideally first
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Mirror the post title – But only if it didn’t violate rules #1–3
This advice was rooted in a different web, when search engines were text-matching tools instead of semantic machines. The idea was that structure equaled clarity, and clarity equaled rankings.
It wasn’t wrong. It was just… simplistic.
What search-friendly URLs look like in 2025
Fast-forward two decades, and here’s what we now know.
1. Stop words don’t hurt you anymore (much)
Google has confirmed as far back as 2016 that stop words are generally fine in URLs.
That said, removing unnecessary words can still improve readability. Which matters, not just for humans but also for link sharing, social previews, and psychological friction. A clean URL like:
yourblog.com/seo-friendly-urls
…still communicates more trust than:
yourblog.com/this-is-a-post-about-how-to-make-your-blog-urls-look-nicer-in-search-engines
2. Length still matters, but context wins
Long URLs aren’t penalized by search engines, but they can signal bloated, unfocused content to users. Shorter URLs tend to correlate with higher rankings, though causation isn’t clear.
It’s likely because concise URLs reflect well-organized content, not because Google favors brevity directly.
So yes, keep it short if you can. But clarity and intent come first.
3. Keywords in URLs still help, but less than before
In 2025, Google relies more on semantic signals from your content, links, and on-page structure. A keyword in your URL still adds a touch of relevance, but it’s no longer a make-or-break ranking factor.
Here’s where psychology kicks in. Humans still scan URLs.
If you’re pitching a guest post or trying to earn backlinks, a clean, keyword-rich slug looks more authoritative than a generic one.
Compare:
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✅
yourblog.com/youtube-growth-strategies -
yourblog.com/post123?id=8459&ref=home
The first earns trust at a glance. The second looks disposable.
The deeper game: URL design as a signal of intent
This isn’t just about SEO mechanics anymore. It’s about brand coherence and digital trust.
When you carefully design a URL, you’re saying:
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“I thought about this.”
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“This content is structured, purposeful, and not automated noise.”
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“You can cite or link to this without embarrassment.”
According to Orbit Media’s 2023 annual blogger survey, the top-performing bloggers aren’t simply optimizing—they’re intentional. They publish less frequently, focus more on structure, and earn trust through every detail, including how their posts appear in search and social previews.
In a world dominated by AI-written fluff and click-churn, intentionality is a competitive advantage.
Common missteps in 2025 (yes, they’re still happening)
Even with better tools and more nuanced advice, creators still fall into traps.
Overloading URLs with unnecessary modifiers
Example:/how-to-do-youtube-channel-growth-without-paid-ads-in-2025-explained
Too much. Choose a sharper angle.
Letting CMS defaults dictate URL structure
Many platforms (especially ecommerce and AI tools) still generate ugly URLs unless you intervene. Make a habit of editing them—every time.
Keyword-stuffing for outdated SEO logic
It’s not 2008. You don’t need “SEO-tips-SEO-hacks-SEO-guide” in your slug.
Changing URLs after publishing
Unless you have a redirect strategy, this kills backlinks and confuses Google. Avoid it unless absolutely necessary.
So, what’s worth doing today?
If you want your blog to stand out in a saturated, post-AI web, here’s what actually matters when it comes to URLs and word choice:
Use URLs as a promise
A well-formed URL signals what the post delivers—and to whom. Let it reflect your editorial intent.
Think beyond SEO
Good URLs improve trust, UX, and shareability. They aren’t just for search—they’re for people.
Customize them, always
Even if your CMS auto-generates slugs, take the time to tweak. Especially if you’re using a tool like WordPress, Ghost, or Webflow—editorial control is a feature, not a chore.
Let the URL follow the angle
Your title might be expressive or long. The URL doesn’t have to mirror it. Distill your post’s core into a few words that hold meaning over time.
Final thought: It’s not about tricks anymore
In 2004, blog SEO was a series of hacks. In 2025, it’s a question of presence. Are you creating something that deserves to be found, shared, and remembered?
Your blog URL won’t save bad content. But it can frame great content in a way that says:
“This is real. This is thought-through. This is worth your time.”
The trick isn’t in removing stop words.
The trick is in building trust—one word, one link, one signal at a time.
